The beauty section of department stores is not what it looked like decades ago. Before, makeup counters were mostly filled with Western drugstore makeup and designer fragrances. Then, the rise of K-beauty shifted the landscape, positioning Asia as a beauty powerhouse. Now, when you look at these retail spaces today, many homegrown brands have set up shop and are well-loved.

As F-Beauty, or Filipino Beauty, takes center stage, local beauty brands push the envelope of Filipino excellence and innovation, working to cater to consumers who are becoming more discerning each day. Today, e-commerce and social media have opened the door for these brands to be recognized globally. 

F-Beauty is steadily carving out its place in the global market—no longer playing catch-up or being relegated to the sidelines, but actively sought after, and helping change the face of beauty, as seen in these homegrown brands making waves beyond our shores.

Sunnies Face

A bullet lipstick is a classic makeup product you would most probably find in every Pinay’s purse. And it is a bullet lipstick that catapulted Sunnies Face to international fame. Their matte bullet lippie called Fluffmatte, with its airy and velvety formula unlike any other, is what made them well-loved by Filipinos and, in turn, the world. Founded by couple Bea Soriano-Dee and Eric Dee Jr., with Georgina Wilson, Martine Cajucom-Ho, and Jess Wilson, the beauty brand was a successful offshoot of their apparel and eyewear brand.

What began with eight shades of Fluffmatte has now grown to 18, along with a full makeup line—from brow gels, sunscreen, to powders. The brand has also expanded its reach internationally, becoming available on Tmall and RED in China, while also shipping worldwide through its official website. Fluffmatte has also gained global celebrity attention, having been spotted on stars such as Sabrina Carpenter, Christina Aguilera, Emma Roberts, and Elsa Hosk. 

With Sunnies Face’s Fluffmatte winning the 2022 Allure US Best of Beauty Award for Best Matte Lipstick, they proved that F-beauty can hold its own and even be the best in the world.

Pili Ani

The pili is a fruit-bearing tree unique to our country, and nowhere else in the world will you see it as abundant as it is in Bicol. Today, the pili nut is something we offer to the world not just as a delicacy, but, through Pili Ani, as a world-class beauty ingredient.

With its international expansion, many people are discovering how pili can be transformed into lip butters, shampoos, and essential oils. Pili Ani is available in the US via Amazon, and HSN, while in Canada, they can be purchased through thebay.com. It also made history as the first Filipino brand featured in the Allure Beauty Box in the United States.  But beyond its global impact, it is the change that Pili Ani has sparked on its own soil that is most worth noting—through its commitment to the men who till our land. 

What began as an advocacy by mother-daughter team Rosalina Tan and Mary Jane Tan-Ong to help farmers earn a sustainable living has grown into a mission of empowerment and redefining what Filipino beauty can mean at its very source.

NEW Lounge

Lash extensions have become one of the most in-demand beauty staples right now, loved for how effortlessly they elevate a look. From soft, natural wisps to bold, doll-like volume, there’s something for everyone.

NEW Lounge, widely recognized as a top choice for lash extension services in the Philippines, has expanded internationally with its Beverly Hills opening. Founder Rachelle Bravo bridges beauty and wellness across Manila, Beverly Hills, and beyond. The US flagship branch marks a new chapter for the brand as it brings the Filipino beauty and hospitality experience to the global stage.

VMV Hypoallergenics

Founded in 1979, VMV Hypoallergenics is a testament to Filipino excellence in global skincare innovation. Built on decades of rigorous clinical research, the brand pioneered the VH-Rating System—an internationally recognized method that objectively measures hypoallergenicity, setting a benchmark for safety and transparency long before “clean” and “sensitive skin” became industry buzzwords.

Its work has been published, peer-reviewed, and awarded within international dermatological circles, reinforcing its credibility beyond traditional beauty spaces. 

Today, VMV continues to elevate Filipino dermatological expertise on the world stage, having once been carried in Sephora and now maintaining international reach through its official website—proving that world-class, science-driven beauty can proudly come from the Philippines.

F-Beauty is world-class

Today, we are not mere spectators of the global beauty industry; we are actively shaping it. F-beauty is a reflection of how our identity, creativity, and talent are our biggest advantages, not our handicap—because these are what set us apart. 

From skin care rooted in the stories of everyday Filipinos to makeup anchored in the experiences of every Juan, these brands prove that we can be movers and shakers too. 

As F-beauty continues to grow beyond our islands and into the world, these brands carry a simple but powerful message, one that affirms that Filipino beauty is claiming its place in the world.

Frequently Asked Questions

F-Beauty, or Filipino Beauty, refers to the homegrown Philippine beauty industry — its brands, innovations, and cultural identity in skincare and makeup. It is gaining global recognition as Filipino brands expand into international retail channels, win global awards, and bring distinctly Filipino ingredients and dermatological expertise to markets in the US, China, Canada, and beyond.

Sunnies Face won the 2022 Allure US Best of Beauty Award for Best Matte Lipstick for its Fluffmatte bullet lipstick. The product has also gained international celebrity attention, having been used by Sabrina Carpenter, Christina Aguilera, Emma Roberts, and Elsa Hosk. Fluffmatte is available internationally via the brand’s official website and on Tmall and RED in China.

Pili Ani is available in the United States via Amazon and HSN, and in Canada through thebay.com. The brand made history as the first Filipino beauty brand featured in the Allure Beauty Box in the United States. Its hero ingredient — pili oil, derived from a fruit-bearing tree native to the Bicol region of the Philippines — is used across lip butters, shampoos, and essential oils.

VMV Hypoallergenics is a Filipino skincare brand founded in 1979, built on clinical dermatological research. It pioneered the VH-Rating System — an internationally recognized method for objectively measuring hypoallergenicity — and has had its work published and peer-reviewed in international dermatological circles. The brand has been carried by Sephora and continues to maintain international reach through its official website.

Several Filipino beauty brands have established international presence: Sunnies Face ships worldwide and is available on Tmall and RED in China; Pili Ani is sold on Amazon and HSN in the US and thebay.com in Canada; NEW Lounge has opened a flagship branch in Beverly Hills; and VMV Hypoallergenics is available internationally through its official website. All four are part of a growing wave of F-beauty brands reaching global markets.

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